Introducing the new Weekday Eggs

13.12.2017

In their latest tongue-in-cheek collaboration, creative agency Cossette and the Egg Farmers of Canada introduce a groundbreaking innovation in breakfast food: WeekdayEggs.

For many Canadians, eggs are perceived as a weekend-only breakfast food that takes time to prepare. To challenge this belief, Cossette chose a humorous approach and developed a campaign around the launch of a new “innovation” in eggs.

“Weekday Eggs demonstrate just how fast and easy a nutritious breakfast can be with the motto ʽquick eggs, for quick mornings,ʼ” said Peter Ignazi, Chief Creative Officer at Cossette.

Consumers are encouraged to rethink their weekday breakfast choices through a TV spot, online and social videos, as well as digital banners and in-store creative.

In partnership with Citizen Relations, the campaign went one step further by creating stunts in Montreal and Toronto. Early risers were offered a free sample of these new Weekday Eggs at a branded food truck parked near busy urban intersections. In the end it was pretty unanimous: eggs can be an everyday thing.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.

Gaz Métro has become Énergir

01.12.2017

Gaz Métro is taking a major step forward with the unveiling of its new name and brand identity, created in conjunction with Cossette.

This was a logical next move to reflect the evolution and ambitions of the company, which has diversified its energy portfolio in the past decade by building on its primary role of natural gas distributor in Québec to become a company heavily invested in new, renewable energy both in Québec and in the U.S.

“Énergir expresses what we do, which is produce and distribute various types of energy and promote the development of groundbreaking projects and energy-efficiency solutions, to forge a more sustainable future,” noted Valérie Sapin, Director of Marketing and Innovation at Énergir.

This new positioning required a strong modern identity that evokes action, an element at the company’s core. “We imagined a verb, born out of the melding of energize and pioneer. This new name expresses Énergir’s desire to see energy differently and to be part of a progressive movement,” said Florence Girod, Chief Strategy Officer at Cossette.

To create this new identity, the agency was inspired by the company’s progress, vision and ambitions. “Our whole team felt privileged to take part in this extensive project. Énergir quickly became the clear choice for all of us, and inspired a forward-looking brand identity that reflects what the company has become today,” Ms. Girod added.

Gaz Métro has thus become Énergir, a name that’s a better fit today, with a bold yet inclusive logo in two shades of blue that ensure continuity with the company’s previous identity.

To spread the word about the company’s new name, Cossette has devised a massive integrated campaign that includes TV, movie, online and radio spots; ads in print and digital media; signage and wraps in metro stations; digital banners; content pieces; and ads in sports centres.

With more than $7 billion in assets, Énergir is a diversified Quebec-based energy company, whose mission is to meet the energy needs of its 520 000 customers and the communities it serves in an increasingly sustainable way. In Québec, Énergir is the leading natural gas distribution company and also produces, through its subsidiaries, electricity from wind power. In the United States, through its subsidiaries, the company operates in fifteen states where it produces electricity from hydraulic, wind and solar sources and distributes liquefied natural gas, in addition to being the leading electricity distributor and the sole natural gas distributor in Vermont. Énergir values energy efficiency and invests both resources and efforts in innovative energy projects such as renewable natural gas and liquefied and compressed natural gas. Through its subsidiaries, it also provides a variety of energy services. Énergir strives to become the partner of choice for those striving toward a better energy future.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in both 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

Cossette named Agency of the Year for the second year in a row

10.11.2017

Cossette took home the top prize last night at Strategy’s annual Agency of the Year Awards, which recognizes Canada’s best. Cossette was shortlisted in three categories—Digital Agency of the Year, Design Agency of the Year and Agency of the Year—and was ultimately named Agency of the Year by industry peers for the second year in a row.

“It is a truly humbling experience to receive the Agency of the Year Gold Award for the second time, especially considering the solid body of work that was created by our peers in 2017,” said Mélanie Dunn, Cossette’s CEO. “We know that such recognition only comes when talented individuals from every field collaborate to connect people and brands in meaningful ways. We are very grateful to have both a stellar team and clients who allow us to bring our best ideas to life every day.”

In order to win Agency of the Year, Design Agency of the Year or Digital Agency of the Year, candidates must demonstrate their creative excellence and strategic vision using examples from three to five different clients.

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in both 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto, Winnipeg and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

McDonald’s celebrates the return of its Monopoly COAST to COAST promotion in a BIG way

07.11.2017

To celebrate the return of Monopoly COAST to COAST at McDonald’s, advertising agency Cossette created big and out of the box regional-specific stunts to generate excitement around the Monopoly game and drive traffic to McDonald's restaurants across British Columbia, Alberta, Saskatchewan and Manitoba.

“Real estate has become a constant hot topic in the Vancouver area. And since Monopoly is a game of big real estate moves, we came up with a tongue-in-cheek stunt for Vancouverites to enjoy. We introduced Monopoly as a real-life property development coming to the city by building an actual real estate presentation centre,” said Pierre Chan, Associate Creative Director at Cossette.

Located at a McDonald’s restaurant in Vancouver, Green Estates Presentation Centre was visited by many unsuspecting passersby who soon discovered that everything was Monopoly-themed, right down to the sample flooring and fixtures, green model houses, and landing page (greenestates.ca). Gavin Stafford, Senior Marketing Manager for McDonald’s Canada shares, “in the end, people had a laugh, and learned that playing Monopoly at McDonald’s was a much easier way to get into the game than buying into a development where all the houses are green and a community jail is right around the corner.”

To celebrate the return of the beloved game in Edmonton, Saskatoon and Winnipeg McDonald’s restaurants, what better way than to go overboard, literally, by turning surrounding sidewalks into oversized Monopoly game boards. Complete with giant dice and huge stacks of monopoly money tucked under the sidewalk, the stunts got visitors excited to play Monopoly COAST to COAST with their upcoming meal in addition to being quite the selfie hot spot.

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.

No half measures this November 5

02.11.2017

In anticipation of the municipal elections being held across Québec on November 5, the Chief Electoral Officer of Québec (DGEQ), in its latest ad campaign created by Cossette, reminds everyone how important it is to exercise their right to vote.

Although local politics have a big impact on the day-to-day life of citizens, fewer than half of Quebecers vote during municipal elections. Taking that striking statistic as a starting point, the campaign features real-life situations where city services are only half provided, resulting in amusing consequences. The DGEQ hopes to raise awareness and encourage people to get out to the polls on November 5.

As part of this campaign, Cossette developed three spots for TV and the web, as well as two radio spots in English and in French. The campaign also appears in OOH signage and on social media. Voters can visit electionsmunicipales.quebec/en for more information about the elections

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

It’s like your birthday, even when it’s not—Happy Vachon!

Cossette has just wrapped its first campaign for Vachon Bakery, which features four of the brand’s iconic cakes and introduces the new brand promise—It’s like your birthday, even when it’s not.

“Vachon cakes represent a moment of pure delight for consumers, just like a birthday cake, and we wanted the campaign to feel like a birthday party,” explained Michel-Alex Lessard, Vice-President of Strategy, and Anne-Claude Chénier, Creative Director, at Cossette.

The campaign consists of multiple pieces, including 15- and 30-second TV and web spots, 6-second videos (bumper ads), a major social media component, and radio and signage elements. The campaign was rolled out in stores and on the road with point-of-sale advertising and wraps for Vachon’s fleet of delivery trucks. The campaign also includes a partnership with TV show La Voix Junior.

“We wanted to refresh the brand and remind Quebecers of the guilt-free pleasure derived from enjoying a Vachon cake. The concept of “It’s like your birthday, even when it’s not” is consistent with our brand and has the tone we were looking for,” said Janick Parent, Director of Marketing and Innovation at Vachon.

The campaign will be in market in Québec until November and then resume in 2018.

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

Sonia Girouard named Creative Director at the Québec City office

19.10.2017

After more than 10 years at Cossette as an Artistic Director, Sonia Girouard has been appointed Creative Director. In addition to assuming a leadership role in the design and artistic direction of all mandates, Sonia will oversee the creative direction for several clients.

Over the years, Sonia’s work has garnered numerous industry awards for the agency, most notably for campaigns produced for the Ministry of Justice of Québec and the Lucie and André Chagnon Foundation. Sonia’s impressive track record also includes her work for brands like HydroSolution, Exceldor and Galeries de la Capitale, as well as the Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST).

‟We have no doubt that Sonia’s contribution will allow us to further enhance the quality of the communications products developed for the various clients of our Québec City office,” said Marie Vaillancourt, Senior Vice-President at Cossette.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

A reminder from the CNESST that danger stalks each and every one of us at work

17.10.2017

Québec, October 17, 2017 – In its latest public awareness campaign produced by Cossette, the Commission des normes, de l'équité, de la santé et de la sécurité du travail (CNESST) invites all Quebecers to discuss, learn about, and take steps to eliminate danger in the workplace.

The CNESST’s goal is to make occupational health and safety a social value so that Quebecers adopt sustainable preventive measures.

In fact, an average of 225 workplace accidents are reported every day. Yet many Quebecers still believe that accident risk doesn’t affect them and that there aren’t any dangers in their workplace. “From a creative point of view, the goal was to shake this belief by highlighting strong statistical evidence to the contrary, and to send a clear message that danger can strike at any time,” said Yvon Brossard, Creative Vice-President at Cossette.

As part of this campaign, Cossette developed a 30-second spot for TV and the web, as well as a 30‑second radio spot in English and in French. The initiative also included web banners, social media posts, and a contest inviting the public to share a photo or video that showcases a solution used to eliminate a danger from their workplace (entrants have the chance to win one of three prizes of $1,000).

Cossette also developed the campaign website, parlersst.com, where people can fill out a questionnaire to determine the health and safety profile of their workplace. Plus, employers and employees can find a wealth of information to start the conversation, educate themselves, and take action.

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.

HydroSolution presents the ultimate source of adrenaline

17.10.2017

Adrenaline junkies will get a kick out of the latest campaign from water heater expert HydroSolution. For a second consecutive year, Cossette has created an ad for them featuring a thrill-seeker who has finally found the ultimate source of excitement—a water heater that’s over 10 years old.

With a comedic touch, the campaign aims to remind Quebecers of the average lifespan of water heaters. So to avoid too much drama, it’s best to act before a breakdown occurs.

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

Cossette named best in world at 1:1 advertising at the 2017 ECHO Awards

13.10.2017

Honouring the world’s best data-inspired storytellers and their innovative, creative and effective marketing campaigns, the Data & Marketing Association (DMA) gave out 99 medals for the 2017 DMA International ECHO® Awards. The evening’s top prize, the 2017 Diamond ECHO Award, was presented to Cossette for the campaign “100 Today” on behalf of SickKids Foundation.

“We are humbled as we know that such recognition only comes when talented individuals collaborate to connect people and brands in meaningful ways. We are very grateful to have both a stellar team and open-minded clients who allow us to bring our best ideas to life every day,” said Melanie Dunn, CEO of Cossette.

The campaigns selected as medalists—judged across 31 different categories—were awarded gold, silver and bronze medals at the 2017 ECHO Awards Gala. For 90 years, the ECHO Awards have honoured excellence in creativity, marketing strategy, and in-market performance in data-driven marketing campaigns. The runner-up campaigns received framed certificates and were acknowledged throughout the evening.

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. For more information, please visit cossette.com.

Watch the following videos to learn more about the award-winning campaigns.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016. The agency has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. For more information, please visit cossette.com.

Shining a spotlight on personalized perks for SAQ Inspire

12.10.2017

With its new ad campaign, developed in conjunction with Cossette and Cossette Media, the Société des alcools du Québec (SAQ) reminds us of Inspire benefits in the form of tips and tricks to help consumers take full advantage of the program.

Humour is used to convey the omnichannel experience SAQ Inspire provides, as well as the program’s main perks and some newly added ones. Colourful characters bring the program to life, offering advice on making discoveries, earning points faster and taking advantage of new arrivals first, as well as highlighting the importance of the advisor’s role.

“SAQ Inspire is two years old now. To further improve the customer experience, we stayed attuned to consumers’ needs and desires—this gave us insight into how to bring personalized discovery to the next level, be it through offers or advice, and to provide customers with the tools necessary to reap the most benefit,” noted Sandrine Bourlet, Director of Experiential Marketing at the SAQ.

This tailored approach led the SAQ to be named one of Strategy magazine’s 2017 Brands of the Year.

“The Inspire program’s success proves just how important personalization is. The consumer experience is enhanced by recommendations based on individual tastes and offers on products that are of genuine interest to the consumer,” explained Antoine Bécotte, Chief Creative Officer at Cossette. “It was the personalization concept that inspired us in the making of the TV spots.”

The campaign consists of three 30-second TV spots that have been on air since September 18, 6-second pre-roll videos depicting the program benefits for optimal retargeting, and interactive web banners. Plus, a playful ad in La Presse+ presented as a memory game was also developed to inform consumers about the new perks and encourage them to take full advantage.

“For the online ads, we developed unique targeting profiles to reflect the interests of consumers and SAQ Inspire members, rather than applying the usual social demographics,” said Claude Lamoureux, Senior Vice-President and General Manager at Cossette Media.

Cossette is a fully integrated marketing communications agency that offers a full range of avant-garde communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine, is a Platinum-level Aon Hewitt Best Employer, and is on Ad Age magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and is striving to become a major player among global agencies. To learn more, visit cossette.com.

Ryan Reynolds joins the fight in the new SickKids spot

02.10.2017

Actor Ryan Reynolds joins the fight in the new SickKids VS: Join Us spot developed by Cossette for SickKids Foundation, kicking off the next wave of the award-winning #SickKidsVS campaign.

Ryan Reynolds came to Toronto of his own initiative and starred in this video because he wants to help build awareness for #SickKidsVS and children’s health. He was joined by approximately 300 SickKids staff members who volunteered their time to take part in the shoot.

The spot made its broadcast debut during the season premiere of Survivor on Global TV in Canada. It will also be promoted online and on social media. On Ryan Reynolds’ Instagram account (@VancityReynolds) alone, it topped 1M views in about 12 hours.

Later this Fall, SickKids Foundation will launch its fundraising campaign to build a new SickKids Hospital, the largest healthcare fundraising campaign in Canadian history. Because there are a lot of battles left to fight. Because it is going to take all of us. We are asking everyone to join us at fundthefight.ca.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a full range of avant-garde communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette has been named Agency of the Year by Strategy magazine and listed as a platinum employer by Aon Hewitt. It is also one of Advertising Age’s Best Places to Work. The agency currently has offices in Halifax, Québec, Montréal, Toronto, Vancouver and Chicago, and strives to become a major player in the global advertising community. For more information, please visit cossette.com.

SickKids VS awarded a White Pencil at the D&AD Impact Awards

28.09.2017

We are beyond thrilled to announce that SickKids Foundation’s SickKids VS campaign was awarded a White Pencil, the highest accolade for creativity that does good at the D&AD Impact Awards ceremony held on September 26, 2017 in New York.

For the second year, the D&AD Awards, recognized globally as the ultimate in creative excellence, partnered with New York Advertising Week to create awards that celebrate world-changing work: the D&AD Impact Awards.

“We are honoured to have been recognized at the D&AD Impact Awards for our work with SickKids Foundation in support of its fight for the health and wellbeing of children. Congratulations to our talented teams and incredible clients,” said Peter Ignazi, Chief Creative Officer at Cossette.

Cossette was awarded:

White Pencil, Health & Wellness: SickKids Foundation, SickKids VS

Earlier this year, SickKids and Cossette took home four of the coveted Pencil Awards at the D&AD professional awards, including Canada’s only Yellow Pencil in 2017.

Our SickKids VSvideo case can be seen below.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a full range of avant-garde communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette has been named Agency of the Year by Strategy magazine and listed as a platinum employer by Aon Hewitt. It is also one of Advertising Age’s Best Places to Work. The agency currently has offices in Halifax, Québec, Montréal, Toronto, Vancouver and Chicago, and strives to become a major player in the global advertising community. For more information, please visit cossette.com.

Shea Weber pits himself against a cowboy for McDonald’s Canada

22.09.2017

Montréal Canadiens player Shea Weber faces off against a cowboy from Western Canada in a duel as impressive as it is unconventional for McDonald’s Canada’s all-new McPlayer campaign, created by Cossette.

This year, the McPlayer promotion serves up the Mighty Angus Burger, featuring 100% Canadian beef from farms in Western Canada. In the McDonald’s Canada advertising universe, Western Canadian cowboys get the honour of certifying the burger. Having grown up in the West, Shea Weber, one of the Montréal Canadiens’ toughest players, was the perfect person to face the unshakeable cowboy in a race to determine whether he too was worthy of certifying this mighty burger.

“Our idea was to create an unlikely, larger-than-life duel between two greats from two radically different worlds,” explained Antoine Bécotte, Chief Creative Officer at Cossette. To bring this duel to life, a 200-foot (60 m) synthetic skating rink was built in the middle of the Rockies. The length corresponds exactly to that of an NHL rink, end to end. Filming the commercial required a team of 40 people.

Shea Weber won the challenge by covering the distance in 6.15 seconds, reaching a speed of approximately 35 km/h. His “opponent” was rodeo champion and professional stuntman Greg Schlosser.

From September 5 to October 2, it will be the public’s turn to go up against Shea Weber. An interactive installation equipped with facial-recognition technology that can detect blinking was set up in a Montréal bus shelter at the corner of Peel and René-Lévesque. Passersby can challenge a virtual Shea Weber to a stare-down, where the first to blink loses.

It’s Shea Weber’s famously impenetrable gaze that inspired the agency to create this activation. “Pro athletes often exchange intense stares with their opponents,” added Antoine Bécotte. “With this duel, Habs fans can see how they’d measure up against Shea Weber if they had to face off against him.”

On September 12, passersby who won the duel scored a Mighty Angus Burger. Media representatives and influencers also took advantage of the chance to square off against Shea Weber’s steely gaze.

“The partnership between McDonald’s and the Montréal Canadiens has been uniting hockey fans around the same table for 25 years,” said Chuck Coolen, Senior Marketing Manager, Eastern Canada at McDonald’s. “Both brands have a rich history with Quebec consumers, and our McPlayer platform gives us a unique opportunity to combine our love for our national sport with a superior quality burger that customers adore.”

As part of this campaign, Cossette developed 30- and 15-second TV spots; 60-, 30- and 15-second online and social media videos; and a making-of. The agency also created print ads and dynamic and static signage for bus shelters. The campaign will run until October 2, 2017.

In 1967, Canada welcomed its first McDonald’s restaurant in Richmond, B.C. Today, McDonald’s Restaurants of Canada Limited is part of the Canadian fabric, serving close to three million guests every day. McDonald’s and its franchisees are proud to employee nearly 90,000 people from coast to coast, and approximately 85% of the 1,400 restaurants in Canada are locally owned and operated by independent entrepreneurs. Of the almost $1 billion McDonald’s spends on food, over 85% is purchased from 100+ Canadian suppliers. For more information about McDonald’s Canada, visit mcdonalds.ca.

About Cossette

Cossette is a fully integrated marketing communications agency offering a complete range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine, is a Platinum-level Aon Hewitt Best Employer, and is on Ad Age magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit cossette.com.

The fans take the lead with Loto-Québec’s Mise-o-jeu Pool

Montréal (Québec), September 21, 2017 – As the NHL preseason gets into full swing, Cossette releases its latest ad campaign for Loto-Québec’s Mise-o-jeu Pool—a hockey pool that could help you win big!

Available on Espacejeux, Loto-Québec’s online gaming platform, this annual pool has a salary cap. Each player is rated on a scale from 1 to 10, and participants must respect a ceiling of 120 points to build their 16-player team (10 forwards, 4 defencemen and 2 goalies). Participants can then make up to 10 trades during the season. The “pooler” who accumulates the most points by the end of the season wins the guaranteed minimum jackpot of $125,000.

“There aren’t very many hockey pools with prizes as attractive as these. We’re confident that fans of hockey pools will have a lot of fun playing the Mise-o-jeu Pool, and following their performance throughout the year,” said Louis Beaudet, Director, Sports Betting and Entertainment at Loto-Québec.

“Québec hockey fans are renowned for their passion. The spots we’ve created were therefore inspired by the fervour, dedication and intensity the “poolers” show right from the start of the season,” said Antoine Bécotte, Chief Creative Officer at Cossette.

As part of this campaign, Cossette produced two spots that will appear on TV and online, as well as web banners, print ads, and signage for Place Bell, the new home of the Laval Rocket.

Internet users can register for the pool starting now and will have until October 13 at 7:00 p.m. to tweak their choices.

Cossette is a fully integrated marketing communications agency offering a complete range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine, is a Platinum-level Aon Hewitt Best Employer, and is on Advertising Age magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit cossette.com.

Best in Show at the PROMO! Awards for SickKids VS

21.09.2017

Weare thrilled to announce that Cossette took home six awards as well as the coveted Best in Show prize at the 17th annual PROMO! Awards.

Presented by CAPMA and strategy, on September 19 in Toronto. The PROMO! Awards celebrate breakthrough creative, strategic brilliance and outstanding results in the experiential and brand activation space.

“It is incredibly rewarding to be able to work with talented clients on such inspiring brands on a daily basis. It is even more so when the team’s creativity and ingenuity is recognized by our industry, stated Melanie Dunn, CEO at Cossette.”

The agency’s SickKids VS campaign for SickKids Foundation collected four Gold—making it the big winner of the 30 unique campaigns to be featured at the event—in addition to being named Best in Show for its ability to target a new donor demographic.

The SAQ Inspire program, which will soon celebrate its second anniversary, received a Silver for its use of data. Cossette’s activation for NFP Le Garde-Manger Pour Tous also earned a Gold and Bronze.

Gold, Best Pop-up/Experiential Event: Le Garde-Manger Pour Tous, Help Us Fill the Emptiness

Silver, Best Use of Data: SAQ, SAQ Inspire

Bronze, Best Cause or Charity Marketing Campaign: Le Garde-Manger Pour Tous, Help Us Fill the Emptiness

The award-winning work can be seen above and below.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by strategy magazine, is a Platinum-level Aon Hewitt Best Employer, and is listed on Advertising Age magazine’s Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player among global advertising agencies. For more information, please visit cossette.com.

12 Clios for SickKids and Ovation

19.09.2017

The winners of the 2017 Clio Awards have been announced and Cossette is taking home twelve awards, including gold, in the world’s most recognized global awards competition for advertising, design, and communications.

The agency is recognized for its work with SickKids Foundation and Leger Marketing and will be awarded at the ceremony in New York on September 27, 2017.

Founded in 1959, the Clio Awards are an annual award program that recognizes innovation and creative excellence in advertising, design and communications, as judged by an international panel of advertising professionals.

Cossette Media welcomes Wes Wolch as Chief Strategy Officer

18.09.2017

The former Vice Media VP joins Cossette Media’s leadership team following a series of executive hires and promotions

Toronto — September 13, 2017:Following a strong period of sustained growth, Cossette Media has hired Wes Wolch as Chief Strategy Officer, rounding out a series of executive hires and promotions to complete the agency’s new leadership team.

Wolch will lead Cossette Media’s national strategy practice and partner with regional General Manager, Brooke Leland to lead the Ontario & West business. He will report to Joseph Leon, President Vision7 Media.

“We’re thrilled to welcome Wes to the Cossette Media family. With experience spanning media, content, creative and client, he brings a unique lens to our strategic capabilities, one that is directly aligned with our ‘strategy without silos’ vision”, says Joseph Leon.

Wolch joins the agency from Vice Media in Toronto where he was VP, Strategy and Creative. Prior to his role at Vice, he was VP Content and Connection Planning at GroupM’s MEC, where he led the Molson, Netflix and GE businesses.

Wolch adds: "I'm incredibly excited about joining Cossette Media. Being a part of an iconic locally grown group with a sharp, talented and digitally fluent executive team, as well as our extensive data & technology resources, gives us a strong advantage. It is a tremendous opportunity to evolve our clients’ focus beyond pure media to an overarching communications approach that delivers results."

The arrival of Wolch is the final step in the evolution of the agency’s leadership team which started with new regional General Managers, Brooke Leland (SVP, General Manager, Ontario & West) and Claude Lamoureux (SVP, General Manager, Quebec & East).

Diane Devries, one of Cossette Media’s long-standing leaders, has been promoted to SVP Investments, where she will oversee the region’s evolved buying model. She will also join Cossette Media’s Executive.

Janice Liu, who joined the agency last year, has been named VP Digital Solutions, leading Cossette Media’s custom data and tech solutions, advisory services and general technology investments and partnerships.

Charlaine St-Amant, formerly Planning Director, has been promoted to VP Planning and will lead partner engagement, media services delivery and 360 planning.

You’re not alone with BDC

BDC relates to entrepreneurs in a new multichannel advertising campaign

Canadian entrepreneurs take centre stage in the Business Development Bank of Canada’s (BDC) most recent ad campaign, which highlights relatable moments in the lives of entrepreneurs.

BDC’s agency of record, Cossette, created three 30-second TV spots, three 15-second pre-roll videos, radio spots, as well as out-of-home and digital ads. The campaign will run nationwide in English and French starting today.

“Building on the success of our last campaign, we continue to illustrate BDC’s understanding of entrepreneurs, as the only bank exclusively devoted to them,” said Michel Bergeron, Senior Vice President, Marketing and Public Affairs at BDC.

“Each ad takes place in a setting that entrepreneurs can relate to. We are glimpsing into their inner thoughts, underlining the challenges they often face, and showcasing the determination by which they overcome them,” added Bergeron. “BDC is there to accompany them along their business journey so they never feel as though they’re alone.”

“We wanted to demonstrate the close connection between BDC and entrepreneurs, and the bank’s deep understanding of their reality. The cinematographic look we chose for the spots makes them feel almost like movie trailers,” said Antoine Bécotte, Chief Creative Officer at Cossette.

In addition to the ad campaign and to further connect with Canadian entrepreneurs, BDC will once again partner with CBC’s Dragons’ Den, a big favourite amongst Canadians and the entrepreneur community. Each week, one of BDC’s experts will comment on pitches and provide advice to entrepreneurs in a 30-second segment. A 90-second version of the video will also be made available online and on BDC’s social media channels for those who wish to find out more.

BDC is the only bank devoted exclusively to entrepreneurs. It promotes Canadian entrepreneurship with a focus on small and medium-sized businesses. With its 118 business centres from coast to coast, BDC provides businesses in all industries with financing and advisory services. Its investment arm, BDC Capital, offers equity, venture capital and flexible growth and transition capital solutions. To find out more, visit bdc.ca.

About Cossette

Cossette is a fully integrated marketing communications agency that offers a full range of avant-garde communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette has been named Agency of the Year by Strategy magazine and is listed as a Platinum Employer by Aon Hewitt. It is also one of Advertising Age’s Best Places to Work. The agency currently has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and strives to become a major player in the global advertising community. For more information, please visit cossette.com.